Orange Is The New Black
MARKETING, SOCIAL MEDIA & CREATIVE CAMPAIGNS
SEASONS 1-5
When Orange Is The New Black launched in 2013, streaming TV was still relatively unknown to most of the world. Over the course of five seasons, we helped grow this iconic show and with it, Netflix subscribers globally. Below is a case study chronicling our Season 5 challenge and success.
THE CHALLENGE
The hit series Orange Is the New Black was in its 5th season and we needed to find new ways to leverage its popularity to bring in Netflix customers outside of the United States.
How do we create fresh excitement around Orange Is the New Black and catapult global Netflix sign ups?
THE STRATEGY
To appeal to new and existing audiences around the world, we developed a global “crossover” content strategy, pairing the stars of Orange Is the New Black in original scripted video shorts with local celebrities. We then engaged with key digital press in priority markets in order to seed our video campaign out to the masses.
IMPACT
The Orange Is the New Black video campaign resulted in over 59 Million video views worldwide and global subscriber growth. View the case study below.